Birla Sun Life ropes in Kapil

Insurance companies want to connect to the masses through cricketers. Some time back, Max New York Life Insurance company chose cricketer Rahul Dravid as its brand ambassador and now it is the turn of Birla Sun Life Insurance company announcing cricketer Kapil Dev as its brand ambassador.

Speaking on the association with Kapil Dev, SK Mitra, director, financial services, Aditya Birla Group, and currently incharge of Birla Sun Life, said, "Our insurance business distribution network is national in nature covers more than 1,000 points across the country.

We have made our entry in several tier I and tier II towns. It is, therefore, very important to connect at the grassroots level and create trust. We believe our association with Kapil Dev will help create this connect in a shorter period of time."

Birla Sun Life is targeting Rs 2,000 crore of total premium by March 2007. New business premium and renewal premium are 50 per cent each. The company also plans to double the number of its agents from 30,000 to 60,000 by March 2007.